1. Student's full name: Do Thi Mai Phuong
2. Gender: Female
3. Date of birth: October 2, 1982
4. Place of birth: Hanoi
5. Decision No. 2811/2016/QD-XHNV dated August 18, 2016, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
- Application for extension of study period (3 months).
7. Thesis title:Characteristics of shop sign names in Hang Dao and Hang Gai wards, Hoan Kiem district, Hanoi city.
8. Major: Linguistics; Code: 60 22 02 40
9. Scientific supervisor: Prof. Dr. Nguyen Van Khang
10. Summary of the thesis results:
1) The reform process initiated, led, and implemented by our Party over the past 30 years has achieved tremendous achievements of historical significance, changing the face of the country in all aspects, most notably economic integration and growth. The market economy, with its commercial competition as a driving force for development, cannot ignore the role of advertising, a brand promotion activity with diverse means and forms. Shop signs, as messages from business entities, are not only purely informative but also serve as an invitation and an advertising discourse. Due to their public nature and constant presence as a symbolic signal of economic innovation and development, shop signs are an important component of the urban landscape presented to the public, creating the linguistic environment of the city.
2) This thesis applies general theories of sociolinguistics, such as linguistic landscape, linguistic attitudes, and sociological research and survey methods, to describe and analyze the current state of language use on shop signs based on photographic data of all shop signs in Hang Dao and Hang Gai wards, Hoan Kiem district, Hanoi city.
3) The linguistic landscape refers to written texts displayed in public spaces within urban environments. As a socio-cultural entity, similar to other elements constituting the urban landscape such as architecture, residents, and ecology, this type of written text is also a component of the urban landscape.
Shop signage systems – a part of the linguistic landscape – are a fairly typical indirect communication channel in urban environments. As a source encompassing many aspects of language and social life, shop signage has recently received considerable attention in Vietnam's linguistic research, particularly in urban sociolinguistics.
Linguistic attitudes are the evaluation of the value and behavioral tendencies of a community or individual towards a particular language or linguistic phenomenon. They are formed and influenced by many factors such as social status, cultural context, social relationships, economic development, education, population size, age, gender, occupation, cultural level, etc.
4) A survey of 773 shop signs in the Hang Dao and Hang Gai wards revealed that foreign languages dominate a large proportion of these signs. This reflects the inevitable trend and impact of the increasingly strong economic and cultural integration process taking place in Vietnam, especially in large cities like Hanoi. The use of multilingualism on shop signs...
5) The characteristics of the potential customer base and the types of goods sold influence the language used on shop signs. Streets selling goods and products related to tourism, souvenirs, fashion, etc., which attract many foreign tourists and are frequented by young people in the capital, show a significantly higher percentage of signs using foreign languages compared to other streets.
6) Based on an initial study of Hanoi residents' attitudes across different occupational groups, it can be observed that the majority of people are concerned about the language used on shop signs and agree with government regulations on this matter.
11. Practical applications: Based on the survey results, this thesis aims to contribute a small part to completing the overall linguistic landscape description of Hanoi's Old Quarter. Through this, it attempts to offer some suggestions and proposals to preserve the purity of the Vietnamese language and maintain national cultural identity in the context of current integration and globalization.
12. Future research directions: None
13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: DO THI MAI PHUONG 2. Sex: Female
3. Date of birth: 02 October 1982 4. Place of birth: Hanoi
5. Admission decision number: 2811/2016/QD-XHNV August 18, 2016 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process:Application for extension (3 months).
7. Official thesis title:Characteristics of the names of shop signs in the area of Hang Dao, Hang Gai ward - Hoan Kiem district - Hanoi city
8. Major: Linguistics Code: 60 22 02 40
9. Supervisors: Prof. Dr. Nguyen Van Khang
10. Summary of the findings of the thesis:
1) The cause of renovation which our Party initiated, led and organized to perform over the past 30 years has got great achievements of historical significance and changed the face of the country in all aspects, especially import and economic growth. A market economy with competitive business is a driving force for growth. It can not ignore the role of advertising, a branding activity with a variety of means and types. Shop sign as a business message is not only purely informative, but is also an advertising appeal. Due to social openness and regular presence as a symbol of innovation, economic development, shop sign is an important component of the urban landscape introduced to the public, creating the language of the city.
2) The thesis applies the general theories of social linguistics, such as linguistic landscapes, language attitudes and research methods, sociological investigations to describe, analyze linguistic realities on the signboard of the shop based on documentary source is the whole picture of the shop sign in the area of Hang Dao, Hang Gai ward, Hoan Kiem district, Hanoi.
3) Linguistic landscape is the type of written text in public spaces in urban. Being a social-cultural entity, like entities constituting urban landscape such as architecture, habitants, ecology, this kind of writing is also part of urban landscape.
The shop sign system - part of the linguistic landscape - is an indirect medium of communication in the urban environment. As a source of material for many linguistic and social problems, in Vietnam, recently, the shop sign has gained a lot of attention in the field of language research, especially in urban social linguistics.
Language attitudes are an assessment of the value and behavioral tendency of a community or individual toward a language or a language phenomenon. It is shaped and influenced by many factors such as social status, cultural context, social relations, economic development, education, population, age, gender, occupation, educational level…
4) In fact, surveying 773 shop signs in Hang Dao and Hang Gai wards showed that foreign languages occupied a large percentage of signboards. This reflects the trend, the inevitable impact of the process of economic and cultural integration is happening more and more strongly in Vietnam, especially in large cities such as Hanoi capital. The use of multilingual on the shop sign, on the one hand expresses the positive aspects such as international, modern, prestige products, or satisfy customer tastes. Besides, the reverse side of it is the phenomenon of abuse of foreign languages in a rampant, ignorant ignorance of the role of Vietnamese, the risk of losing the national identity. This is the issue that needs attention from managers, researchers, and the voices of the whole society.
5) Characteristics of potential customers and business items affect the use of shop sign language. The streets selling travel-related products, souvenirs, fashion ..., where many foreign tourists and the intercourse of the youth of the capital, according to statistics, the foreign language signs occupy a higher proportion than the rest of the city.
6) By looking at the language attitudes of Hanoi people according to vocational groups, it is initially possible to comment: Most people are interested in the language on the shop sign, and have agreed with the regulations of the state in this question.
11. Applicability in practice: From the survey results, thesis wishes to contribute a small part to complete the picture depicting the linguistic landscape of Hanoi's Old Quarter. Then try to make some recommendations, in order to preserve the clarity of Vietnamese language, preserve national cultural identity in the context of integration, globalization today.
12. Further research directions, if any: No
13. Thesis-related publications: No
Author:ussh
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